Your audience contains a lot of information about your contacts, like when they were added, where they live, and how they interact with your marketing. You can use this information to filter contacts into segments, and then target them with email, postcard, or ad campaigns.
In this article, you'll learn how segments work in Mailchimp.
We use the term segment in two ways: as a verb and a noun. To segment is to take the action of filtering and dividing similar contacts. The resulting list of contacts is also called a segment.
The rules that determine what filters contacts into a segment.
The any or all variable that determines whether a single or all conditions must be included in a segment.
Someone who has opted in to receive your email marketing campaigns.
Someone who was opted in to receive your email marketing campaigns, but isn't currently.
Someone who has interacted with your online store, but hasn't opted in to receive your email marketing campaigns.
A non-deliverable email address. Hard bounces, as well as repeated soft bounces, become cleaned addresses.
Segments are used to create target audiences based on shared data. When you create a segment, you'll set conditions to filter contacts based on the information that's available in your audience. Each segment can include up to five conditions. Depending on the segment’s logic of any or all, only one or all conditions must be met.
This logic tells our system to show you contacts who meet one or more of your conditions.
Any contacts from either Boston or Chicago.
This logic tells our system to show you contacts who meet all of your conditions.
All contacts who opened your last campaign and made a purchase in your store.
Here's an example: If you want to attract new subscribers to your online store, create a two-condition segment of contacts who signed up in the last 30 days but haven't made a purchase yet. For this example, your logic will be “all” since both conditions must be met.
After you build the segment, you can target it with a welcome campaign or special offer.
You can build and save segments to use with email, postcard, and ad campaigns. If you're working with an email campaign, we'll automatically filter out anyone who isn't subscribed to receive email marketing.
Segments can be created in either the campaign builder or the contact table. Save a segment in the contact table if you know you want to target the same contacts time after time. Create as many segments as you want, and add contacts to multiple segments.
For a shortcut to targeted email campaigns, Mailchimp offers a selection of pre-built segments in the To section of the campaign builder.
Mailchimp offers a lot of segmenting options, so you can make the most out of your audience. With the right kind of data, you can create hyper-targeted segments of your contacts for email, postcard, or ad campaigns. Segmenting options will vary based on the data you've collected.
Here are some examples of segments you can create.
Subscribed contacts who opened any of your last five email campaigns
Subscribed contacts who didn't click in your last email campaign
Contacts who recently purchased a product from your connected store
Contacts who live in a certain location
Contacts who spent more than $500 in your connected store
Contacts who were sent a specific postcard campaign